IS BURGER KING THE king of burgers? Hard to say since the Burger industry has so many choices. And the king has decided to go social activists rather than focus on their product.

Starting with a misleading video on Net Neutrality, the chain now introduced an anti-bullying PSA.

Now what’s wrong with that? You might be asking. It could be nothing, but it gives the impression that they care more about social justice than their customers.

Take the new ad, they have teen actors pretend to bully another teen and send their customers “bullied” burgers, and record the reactions. Will the customers be more upset about the burgers or the bullied? If it were me, I’d be furious that they care more about catering to activists than to paying customers.

I don’t go to Burger King often, so losing my business would be imperceptible to their bottom line but that they value their customers, so little is troubling. Especially when the market has so many options and burgers, are not their only competition. Fast food and restaurants are a demonstration of the success possible in the free market.

If examined, there are probably already signs of distress within the company because this. Keep in mind this merely speculation on my part.

Besides the willingness to dismiss their customers, the causes they are advancing, and the marketing campaigns are baffling. So far, Net Neutrality and bullying are their causes. And both campaigns have issues; the Net Neutrality one is blatantly wrong in their analogy and the bullying one is inviting a lawsuit.

Either they don’t understand Net Neutrality, or they are on the wrong side. To do their concept accurately it would have to be, the customers getting more than the asked for. Net Neutrality using their burger analogy would be the customer orders a a burger and they are served the burger and a chicken sandwich, fries, a chocolate shake, a dessert and everything else off the menu. Or they never get the burger at all and only get everything else that you don’t want.

As for the other ad, I’m confused exactly what they were expecting the customers in their establishment to do. Verbally confront the “bullies?” But what if the patrons turned violent on the actors? That’s not even all that unlikely given how passionately people have gotten on the issue. Or worse what if one of the patrons were armed? Is the little impromptu theater worth the life of one of these actors? It’s not the patrons’ responsibility to make and keep a safe environment, it’s the business owners.

However you look at it, this idea by Burger King management is asking for trouble, starting with that it appears both ads are online only. The chain could have put these ads online and on TV, a plan that would make more sense. Maybe it’s just my skeptical nature, but when things don’t add up, it generally is because of the worst case scenario. In this case, I suspect they are trying to reach a specific demographic, the youth. Those passionate youth, that will cause “the next social revolution” and won’t question these causes. Can we just get the fries and hold the social justice, please?

R.C. Seely is the founder of americanuslibertae.com and ALTV. He has written books on pop culture and has an upcoming new release–Confused Yet?: Understanding the Utterly Incomprehensible.

THE MEDIA HAS REPORTED that “malls across the country are dying off.” The supposed culprit for their demise is the internet and its impact on the business models. I don’t think so. The internet simply demonstrated the vulnerability of big business, they over extended themselves.

At times of excess before the great recession of 2008, the biggest retail organizations in the United States just kept building while ignoring the looming change in business. The internet did what mail order did and gave the customer more options; in areas with few brick and mortar stores, this proved to be a saving grace; in areas with more stores losses were inevitable.

And with both additions to the market, the “big boys” complained about the competition, but ignored the fact they were responsible for the damage by not adapting when they should have. So, they had to perform massive scaling back measures closing many stores and cutting the jobs. That’s the bad news.

The good news is that the internet has made it easier for the little guys to fill the niches. Online commerce has proven to be the leveler of the market that had been distorted by big corporations, all thanks to the minimal regulations and restrictions on the “information superhighway.” The internet is mostly tax-free on products, and fees for advertising and selling are minimal, making it ideal for growth.

The internet was sent up in the 1980s, and started showing the signs of the coming changes in the nineties. By the early 2000s if you didn’t have an email address for your business you were behind the curb, the big companies least affected by the web already designed a solid online infrastructure. Target, Walmart and Home Depot, didn’t lose as many stores as the other large corporations. They welcomed the new manner in doing business and fewer local economies were hurt.

The damage done wasn’t due to the internet but short-sightedness on the part of the large companies who foolishly believed the internet was simply a fad–a similar sentiment about mail order, I’m sure. It’s a fairly effective way to avoid culpability for your failures, and make the other guy look bad for doing so.

Many of us do business almost entirely online thanks to Amazon. All my books couldn’t be possible without the services of Createspace, one of Amazon’s subsidiaries. That doesn’t mean I agree with everything the company does, but they perform services along with selling discounted products that benefit the consumer and that can’t be denied.

Amazon has also given another point of consideration, while many are shutting down their brick and mortar stores, this retail giant recently opened its first one. Clearly, they don’t see this as the end of malls and they have been pretty accurate in their predictions so far.

R.C. Seely is the founder of americanuslibertae.com and ALTV. He has also written books on pop culture the most recent Victims of White Male: How Victim Culture Victimizes Society is available at Amazon.